Mercury magazine was influenced by the conventions of Kerrang magazine, including banners, cover models obscuring the masthead, and bar codes with issue details. The layout uses conventions like sidebars with page numbers and titles, and larger feature articles. The content targets 16-25 year olds of both genders interested in a variety of music genres and the music industry. To attract this audience, the magazine uses eye-catching covers, competitions, informal language, and appropriate images.